Feminine hygiene brand Moxie pushes to break down stigmas surrounding periods with its educational periodic table

Feminine hygiene brand Moxie has launched its own version of the periodic table as an online resource to educate and break down societal stigmas surrounding periods.

The elements of the table fall into four categories – The Feels, Fixes, The Things and Community – and cover topics such as free bleeding, menstrual cups, cravings and sex drive.

Moxie has devised this periodic table to educate users on periods

Behind each topic is a series of unique pieces of content including comedy skits by Emma Holland, tips from musician Kira Puru and advice from sexologist Chantelle Otten. Together there are over 60 pieces of content for the campaign, with even more to come. A variety of fitness experts, gynaecologists and nutritionists have also contributed.

A social media and OOH campaign is driving traffic to the periodic table microsite, including the launch banner outside Richmond station in Melbourne that reads “Orgasms stop period cramps. You’re Welcome.”

A banner displayed in a high-traffic commuter area launched the campaign

Mia Klitsas, co-founder and CEO of Moxie, said that it is about time women felt comfortable understanding their bodies.

“It’s astounding that in the year 2020, people are still uncomfortable when it comes to talking about periods. This is leading to a lack of communication, which in turn is having a damaging effect on people’s understanding of their own bodies. Women are not getting the support and information they want and deserve; but we are here to change that,” she said.

The campaign, created by Taboo, comes in light of research that found “almost half of Australian women do not fully understand their periods, with a further one in five admitting they feel embarrassed, ashamed or judged talking about menstruation.”

Matilda Hobba, general manager of Taboo, said the new Periodic Table is a resource that will live on and evolve.

“This is a really important project for us to share with young women. If we can help to make this monthly reality a little less daunting and a little more light-hearted, we’ll have done our job. Importantly, The Moxie Periodic Table is a resource that will live on and evolve in line with what our community needs; it’s a place where people can ask all their wildest and most confronting questions – and receive honest, caring and respectful answers in return,” Hobba said.

Moxie has also announced a partnership with Share the Dignity, donating a menstrual cup to an Indigenous woman or girl living in a remote community a for every menstrual cup purchased on its online store.


Client: Mia Klitsas
Taboo General Manager: Matilda Hobba
Taboo Executive Creative Director: Nick Jamieson
Taboo Creative Director: Matt Heays
Taboo Copywriter: Claudia Sarosiek
Taboo Art Director: Steph Kitchin
Taboo Agency Producer: Christina Meunier
Strategy Director: James Mackinnon
Taboo Senior Strategist: Tatum Ambler
Taboo Strategist: Diva Gattani
Taboo Account Manager: Chloe Herbert
Video Production: Magnetiser
Public Relations: Alt/Shift
Web development: Blackbelt
Animation & Motion Graphics: Jumbla


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